For Sunrize CEO Christian Wolthers, better known as Crica, the concept of founder-led marketing It is one of the most efficient when it comes to entrepreneurship. In short, this happens when the brand’s founder becomes the main face for promotion.
Depending on the undertaking, when this image is built with credibility and authority on the respective subject, costs – as is the case with CAC, for example – can be reduced in the operation.
“People want to know who is behind the brand,” he said, reinforcing that there is also the bonus of strengthening the connection with the public, becoming a positive snowball.
In his career, to give you an idea, there are cases in which the sale of franchises, which in his case is in the shakehouse model, was facilitated, according to the executive’s report, due to this greater access that people have to the CEO and the brand, through social networks.
Entrepreneur with experience in digital marketing, the mental health app Zen App and now heading Sunrize, Crica shared his personal and professional trajectory, focusing on the well-being and food market plant-based.
He was the guest on the third episode of Level Up, a podcast presented by Roberto Indech, head of institutional relations for variable income at XP.
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From Denmark to the digital market in Brazil
During the interview, Crica detailed how his multicultural background, with Danish and Norwegian ancestry, influenced his business vision and explained how the transition to veganism led him to invest in consumer brands focused on health and well-being.
Born in Brazil, when he was just four years old he went to Denmark with his family, where he spent his youth. After this period, he returned to Brazil, around 15 years ago, to start his own business. “I’m here by choice, I love the country. And this is very fertile ground for entrepreneurship”, he said.
At the beginning of the 2010s, he began working on digital projects linked to content and online marketing, a fundamental experience for understanding audiences and distribution on networks.
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And it was in 2016 that he co-founded Zen App, a meditation app that reached more than 8 million downloads in 150 countries. Leading the company for six years, he highlighted how technology can democratize access to mental health practices.
The following year, in 2017, after discovering that he was going to be a father, he decided to adopt personal changes, such as eating plant-based. Until, in 2018, seeing a sea of opportunities, he started investing in the market plant-based and well-being, supporting businesses aligned with purpose and sustainability, always focusing on digital scale.
Strategy, channels and important partners
In the episode, Crica assessed that relying solely on organic growth is unfeasible and reinforced the need for structured distribution. For him, sustainable business requires a scalable model and diversified channels.
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In this context, he explained that Sunrize opted for a more direct path, with shakehouses and franchises, designed precisely to strengthen cash flow. According to him, this structure reduces common risks in traditional retail, which traditionally has tight margins and long payment terms.
Crica also cited the role of strategic partners who became brand ambassadors, such as Di Ferrero, lead singer of the band NX Zero, and professional tennis player Gabriel Sidney, reinforcing the importance of having partners and investors aligned with the company’s purpose.
This combination, he said, gave the business traction and helped expand Sunrize’s presence.
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The interesting thing is that none of them are vegan. The reason? Strategy.
According to Crica, the brand does not want to limit itself to the niche – it wants to explore the business model outside this bubble.
Level UP
Level Up is InfoMoney’s newest program. Roberto Indech, head of institutional relations for variable income at XP Inc., presents a relaxed chat with influential and relevant people in their respective niches, from different market segments, who enhance their businesses through personal social networks. Check out new episodes every Wednesday at 7pm.
